Q. The Southern Living Collection of plants is tentatively scheduled to roll out to consumers next spring. Will it initially be a regional program in parts of the country where consumers are familiar with Southern Living magazine?
A. Yes, with a long-term goal of expanding the program nationally. The exact time frame for expansion has not been established.
It is surprising how well the magazine is distributed nationwide. The magazine has 3 million monthly subscribers and a readership of 16 million monthly.
Q. What type of retailers will be handling the Southern Living Collection?
A. The program is open to all retail channels. We do anticipate programs or collections geared to certain market segments including independent garden centers and big-box retailers. This may include limited collections or series offered by a defined channel and or time frame.
Q. The plant categories in the collection are supposed to be comprehensive. How will the plants be marketed to account for the variability in performance in different areas?
A. There will be an overall comprehensive brand marketing program that will include regionally specific marketing efforts for the collections within specific geographic regions. The ultimate responsibility for selecting the plants will lie with PDSI, then PDSI and the licensed growers will select the appropriate plants for their distribution footprint. Initially, there won’t be any ancillary hard goods offered.
Q. How many plants will the collection start with?
A. We anticipate that the initial collection will include seven to 10 annuals, two to three perennials, and eight to 10 woody ornamentals. There may be other categories in the initial collection that have not developed at this time. The number of plants added each year will depend on how many plants appropriate for the collection can come to market in a given year.
We are in the process of evaluating numerous new plant genetics from breeding sources all over the world for inclusion in the collection. Initially, both new plants and proven standards may be included. As we move forward the collection will favor new introductions.
Breeders can submit new genetic innovations to the collection at (www.plantdevelopment.com). Growers may express interest in the program through the Web site also.
Q. What type of marketing and promotion is going to be done with the collection?
A. A comprehensive strategic marketing plan is under development and will include multiple media strategies. There will be ads running in Southern Living magazine and possibly on its Web site. A Southern Living Collection Web site is under development and will be an integral part of the strategic marketing effort.
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For more: PDSI, (888) 922-7374; www.plantdevelopment.com.